Top 5 Most Important Videos
Businesses Should Make
In the fast moving, swipe-to-dismiss digital age, grabbing a customers’ attention is key. Studies have shown that video content is key in optimising SEO, increasing conversion rates by up to 34%,
and staying in line with, if not ahead of, your competition.
Over 70% of marketers reported that video creates more customer engagement than any other content type. As a small, medium, or larger business, the question should not be “Should I post a video?”, rather, it should be “What are the most important videos my business should make?”
In this blog post we will be breaking down the Top 5 Most Important Videos to drive customer engagement and brand awareness. We will discuss specifics of each style of video, the length, and other stylistic factors along the way.
Before we jump into the list, the importance of branding has to be established. Your business should already have a logo, some theme colours, a specific style that the business speaks in, and even a musical identity. It is vitally important that all videos on the list that follow are created with the style in mind, a strong logo introduction, and colour and musical content specific to your brand are included in each video.
A video campaign can use all of these assets to create a thematic string through the video series, strongly emphasising the continuity of branding relevant to your business.
It is really worth spending some time (and money) to create video assets that can be used throughout your corporate videos.
Associating with a specific voice-over artist is also a good idea, again creating continuity throughout all your videos.
Now, with the importance of branding established, let’s jump into
The Top 5 Videos Your Business Should Make.
1: THE INTRO VIDEO
Intro videos are sometimes your very first interaction with a potential customer, and as such need to be engaging, informative, and entertaining. Intro videos give a broad overview of the business, an explanation of what the business does, and a how they can partner with the customer to meet their needs. This video should be professionally produced, with logos and branding, an easy-to-understand voice over, and a personal touch - pictures or video of the company, or public liaison.
The length of this intro video is really up to the profile of the business and what you would like to accomplish. Sometimes a 45 second animated video could be as effective as a two and half minute production with interviews and profiles of key company figures.
Take a look at these two examples and decide which would suit your business better:
2: EXPLAINER VIDEOS
Explainer videos are short videos used to demonstrate your company’s product or service. Explainer videos could either be in an animation, live walkthrough, or in the form of a live webinar-style video.
In person videos usually work better if your business offers a physical service or product, while animation style videos work better for intangibles, such as software or online based services.
Whichever style you choose for your explainer video, it should have a fairly high production value, include your company’s branding, business details and contact info.
Here are two examples of explainer videos:
3: TESTIMONIAL VIDEOS
The testimonial video can be a single video or multiple videos edited together, and should be presented from the perspective of satisfied client. An example of scripting would be “This company really helped me in meeting my needs, and were an absolute pleasure to work with.”
These videos do not need to be professionally produced, and could be something as simple as a client filming themselves with their phone, or as demonstrated in this video, using Zoom or a similar video calling program to record your satisfied client – with their permission, of course!
4:FAQ
An FAQ (Frequently Asked Questions) video is an opportunity to pre-emptively address questions you see your company being asked around your products or services. An FAQ video could also allow you to create direct engagement by answering real questions that have been posed to your business. Creating multiple FAQ videos for different topics is usually the best practice, and as more questions are posed to the business, separate FAQ videos can increase SEO and help customers find the best solutions for their potential questions.
https://www.lemonlight.com/blog/how-to-create-an-amazing-faq-video/
5:THOUGHT LEADERSHIP
“Thought Leadership” might sound like business jargon of the highest order, akin to “Paradigm Shift” or “Take It To The Next Level”, but utilising this bit of jargon can set your business apart from the others in your field.
The most appealing part of a thought leadership video is that you might already have this content available. Has an employee or partner been on a webinar panel with other industry people? Has your director given a Ted Talk, or a similar style of public address? Maybe your company has been involved with training of some kind? If any of these are available, they can be framed in the context of a thought leader video.
If you do not have any of this type of content available, they can be created fairly easily.
A “Talking Head” style video, interviewing your business owner, explaining their expertise in the field and why your business is the best solution for your customer, can go a long way to increasing customer confidence and trust in your business. The CEO can give an explanation of why they started the company, and why your company is the best in the field, and what sets the company apart. It obviously helps if your Thought Leader is engaging and charismatic, but a quiet confidence in their abilities goes a long way too.
It may seem a little daunting at first, but the amount of business that can be created and retained far outweighs the effort of creating video content. And these are just the most important videos, once you start seeing the returns on the videos you have made, you will be searching for more video ideas, creative advertising and call-to actions!
Have you had success with creating video content for your business? Is there something you would change out in this list?
Submit your comment below!
